Knowledge, Attitudes and Practice towards Media Campaigns against Gender-Based Violence among Adults in Southwest Nigeria

Abstract

This study investigated the level of knowledge, attitudes and practice towards media campaigns against gender-based violence among adults in Southwest Nigeria. The researcher used a mixed methods approach comprising a survey and key informant interview. The researcher used a mixed methods approach consisting of a survey and key informant interviews to gain quantitative and qualitative insight into the study. The study findings showed that media campaigns have been effective in raising awareness about GBV, with a significant positive relationship between exposure to media campaigns and perceived awareness (r=0.741; p< 0.01), knowledge (r=0.812; p<0.01), and attitudes (r=0.856; p<0.01) towards GBV. The findings from qualitative data confirmed quantitative data by highlighting the importance of opinion leaders and community-based initiatives in disseminating information and promoting attitude change. The study thus concluded that media campaigns effectively create awareness about GBV. Hence, the study recommended a multichannel approach to campaigns using traditional and digital media to reach a wider audience. Therefore, more opinion leaders should be engaged in interpreting and disseminating information on GBV to their social networks. There is also a need to increase support services such as counselling, legal aid and shelter for victims and complainants.